Marketing Operations & Email Marketing

Marketing Operations &
Email Marketing

With over ten years experience as a hands-on marketing technology leader I know how to find the right way to get the most out of your CRM. Whether you need help with writing copy, increasing conversions, finding the right layout, or A/B testing strategy I can help your team achieve their goals.

Strategic Marketing Automation:

An important B2B product was lacking any sort of retargeting and nurturing to website visitors. I saw an opportunity to create a prototype for our marketing team by addressing this need.

I created a fully automated lead nurture program which was only sent to website visitors from the appropriate audience segment. Using intent and behavior activities to inform our targeting this program influenced over $640K in closed won opportunities.

Webpages specific to this product and lead generation forms related to the product were all incorporated into the marketing logic. In addition to that I layered in our CRM data. Specifically if the person, or their company, was part of an existing opportunity in salesforce.

The nurture program was built with three streams based on the targeting criteria:

Did not fill out lead gen form
Filled out lead gen form - First time customers (No opportunities in salesforce)
Filled out lead gen form - Repeat customers (Existing opportunities in salesforce)

The first stream was used to assist the marketing team increase conversions on their website forms related to this product. Streams two and three were created to assist the sales team, keeping leads informed about our products and staying on their mind after they left our website.

I get results from putting the target audience and users at the center of my marketing strategy. Building effective email marketing campaigns through rigorous performance analysis, audience segmentations, A/B testing and personalization.

My data-driven and strategic approach to marketing operations is focused on finding the right positioning and execution. Then scaling what works.

Under my ownership email recruitment campaigns saw:

76% increase in email open rates
375% increase in click rates
151% increase in click-to-open rates

Email marketing performs best when campaign strategy is defined by the needs of your audience and provides them with value, an answer, or a solution they are seeking. To share the right offer at the right time you need to make sure that you understand what people are after.

The right appeal is downstream from identifying challenges that aligns with the needs of your audience. Not just a prescription and assumption of what they want.

Marketing automation tools allow you to build the perfect workflow to deliver personalized messages that are informed by your CRM. Whether it is a triggered message, series of promotions or nurture campaign I can help you find the right tactics to achieve your goals.

Hosted Buyer Forum Recruitment Emails:

I was responsible for audience segmentations, product marketing and all other aspects of building our email marketing strategy and go to market tactics.

Under my ownership email recruitment campaigns saw:

76% increase in email open rates
375% increase in click rates
151% increase in click-to-open rates

Data-driven email outreach

A/B testing emails was an extremely important way to find out what positioning was appropriate, who the right audience is, and when is the right time to reach out to them. Working closely across several teams to collect and create resources that stuck with our audience and got results.